Opportunity

Exponent

Our high-visibility digital campaign supported lead generation, built awareness and established a robust social media presence.

The Challenge

The Challenge

The Challenge

After two successful awareness advertising campaigns, SEI — a recognized fintech innovator and voice in the asset management industry — knew it wanted to create more frequent and actionable touch points with its institutional audiences. Realizing its information-rich, academic papers on advances in fund operations, compliance and disruptive technologies often had immediate industry influence, SEI decided to leverage its thought leadership.

SEI sought a strategy for packaging and distributing its long-form thought leadership content through a broad range of digital channels. The selection of touchpoints and placements was informed by analytics collected from previous advertising campaigns, enabling SEI to intercept its audiences at key points of contact with their content.

The Opportunity

The Opportunity

The Opportunity

Our approach: tailor content for market segments into long-form and short-form tactics to create high-value engagement in key communities of professionals and firms.

We packaged “The Upside of Disruption” — the firm’s newest white paper about disruptive business and technology trends influencing the financial services community — into engaging infographics, quotes and tidbits, as well as article length excerpts. We also created a series of shorter SEI papers to facilitate easy access to relevant content and made it available through a microsite. Users could access the site directly or arrive through digital display ads, programmatic advertising and native placements. Obtaining white paper content on the microsite required users to share contact information, which provided data and lead generation opportunities. We also developed an email to drive additional traffic to the site and created a six-month social media strategy across LinkedIn and Twitter to drive engagement and build a more robust social media presence for SEI.

The Exponent

The Exponent

The Exponent

The campaign yielded over 8 million digital impressions with a aggregate click-through rate (CTR) of 0.31%. We took SEI’s nascent social media platform and developed a proprietary algorithm to test and optimize across sites for factors such as page views and duration, downloads, willingness to provide contact information, brand engagements and CTR. SEI’s average CTR of 0.397% on LinkedIn exceeds its benchmark average. Their average 1.405% CTR on Twitter beats site averages of 1%.

Implementing an integrated funnel-style approach and drip strategies enabled SEI to stay top-of-mind across digital channels with a high concentration of the target audiences and in contextually relevant environments.

For SEI, strong content was the exponent. By turning robust content into a suite of engaging shareable assets, we successfully extended the reach of their thought leadership through diverse digital channels, building awareness and creating opportunities for new relationships.